I decided to do my case study on the teen/tween clothing company, Aeropostale. This popular clothing store uses all forms of social media to reach out to their target consumers, by being an active presence on Facebook, Instagram, Twitter, and Pinterest, as well as having an email subscription service.
Their social media presence is strong, with posts being made numerous times a day on all of their platforms. They seem to respond to their consumers over on Twitter more so than any other platform. As a matter of fact, that seems to be the only outlet where I have witnessed any sort of B2C direct response activity from them.
After browsing their Facebook account, and taking a peek at their comment section on their content, as well as the posts left on their page by their visitors, there seems to be numerous consumer complaints on everything from their service online/in stores, to shipping concerns, to quality complains, that have all gone unanswered by Aeropostale. This is worrying as people tend to “jump on the bandwagon,” so to speak, when it comes to complaints about a popular brand. Aeropostale needs to start responding customer concerns on all of their social media outlets, not just Twitter.
What Aeropostale is doing right, and might I add a little differently than their competitors, is partnering with popular online personalities. Many clothing companies partake in using online personalities to promote their brands by sharing these personalities’ content that features their products. Aeropostale has gone a step further to use the current popularity of online “stars” by partnering with Youtube star Bethany Mota on a clothing line for their business. This partnership drives business and popularity towards both Aeropostale and Bethany Mota’s brands. I have personally yet to see another teen clothing company utilize the blowup popularity of online personalities in this way.
In conclusion, Aeropostale’s online social media communications is doing some things right, but also some things wrong as well. It would not hurt for them to consider expanding their social media department internally perhaps, so that they can cater to the voices of their consumers by improving on their online conversation monitoring, and taking the time to respond to their audience on all of their social media platforms.